Have you ever found yourself indulging in a little retail therapy? Maybe you’ve had a bad day at work and decided to treat yourself to a new outfit or some fancy new tech. There’s no denying that buying something new can feel good in the moment, but have you ever wondered if there’s any real connection between shopping and emotional well-being?

It’s a question that scientists and psychologists have been exploring for years, and the answer might surprise you.

To start, let’s take a closer look at what retail therapy actually involves. At its core, it’s the act of spending money in order to improve one’s mood or alleviate stress. Some people might use retail therapy as a way to cope with anxiety or depression, while others might see it as a form of self-care.

But does it actually work?

It depends.

Many studies over the years have shown a correlation between retail therapy and emotional well-being. According to research published in the Journal of Consumer Psychology, retail therapy has been found to boost self-esteem and alleviate negative emotions, including sadness, anxiety, and stress. The act of shopping, whether it’s for a new outfit, a piece of jewelry, a gadget, or even groceries, releases a rush of dopamine in the brain, creating a sense of pleasure or reward.

Shopping can also provide a much-needed sense of social connection. Shopping with friends, family, or even alone but surrounded by people with similar interests, can be a way to alleviate loneliness and improve social connections. 

But before you start maxing out your credit card in the name of emotional well-being, it’s important to note that retail therapy can have a dark side.

Most obviously, it can be expensive — and if you’re using shopping as a coping mechanism on a regular basis, it’s easy to end up overspending and getting into debt. But also, relying too much on material possessions to improve your mood can take away from other, more sustainable forms of self-care like exercise, spending time with loved ones, or exploring a creative hobby.

According to another study published in the Journal of Consumer Psychology, those who engage in retail therapy too often are more likely to experience negative consequences, such as financial strain, guilt, and remorse. Additionally, those who use shopping as a coping mechanism may develop a shopping addiction, which can lead to serious financial, social, and emotional ramifications.

That being said, it’s clear that there’s a connection between retail therapy and emotional well-being — even if it’s not a perfect one. So, the next time you find yourself tempted to indulge in a little shopping spree, take a moment to consider your motivations. Are you truly in need of a serotonin boost, or would there be other ways to improve your mood that are more sustainable in the long run?